Cut (advert)
print ad promoting Cut
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| Agency | Grey London |
|---|---|
| Client | Women's Aid |
| Language | English |
| Running time | 120 seconds |
| Release date(s) | 6 April 2009 (cinema) |
| Directed by | Joe Wright |
| Music by | "Vengeance Drools" by Clark |
| Starring | |
| Production company |
DAB Hand Media |
| Produced by | Dominic Delaney |
| Country |
 United Kingdom
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| Official website | http://www.womensaid.org.uk/ |
Cut is a British advertising campaign launched in 2009 by the charitable organisation Women's Aid to promote awareness of domestic violence. The campaign was created by advertising agency Grey London, and centres on a 120-second commercial starring Keira Knightley. The commercial was supported by poster and online components. Cut was directed by Joe Wright and produced by Dominic Delaney. Post-production work was handled by Big Buoy and Prime Focus. The campaign drew a significant amount of media attention, especially after advertising approval body Clearcast prohibited the short film from appearing on even post-watershed television, due to several particularly violent scenes. The title of the piece refers to the filmmaking practice of cutting.
Cut opens with a young actress, played by Keira Knightley, leaving the set after a day's work. The actress drives home, wiping off her make-up in the car. When she arrives at her apartment, she calls to her boyfriend before finding a shattered mirror and a trail of blood across the floor into the kitchen. When she turns around, she sees her boyfriend's knuckles are bloodied and offers him a towel. He snaps it out of her hand. He then asks about the scenes with the leading man and whether her scenes with him "felt real". He cuts off her reply by throwing the towel back in her face and, when she tries to protest, strikes her to the ground and proceeds to yank her hair and kick her several times in the chest. The camera zooms out to reveal that the room is an otherwise empty set. The tagline "Isn't it time someone called Cut" appears, followed by the statistic that two women die as a result of domestic abuse each week, and a request for a donation of £2 a month.
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